For Moms, Offline Friends Still Wield Heavy Brand Influence†

Study: Social Media Is Kept, Well, Social, While Marketers' Website Become Important Tool for Product Info

Advertising Age, November 6, 2009 — Technology's influence is widely assumed to have morphed the over-the-fence backyard chat into mommy blogs and Twitter networks. But when moms are seeking product advice, it's not all social-media all the time. A study due out next week from the Parenting Group found that while moms are avid web and social-media users, they still turn to family and friends first, whether by phone, e-mail or in-person, when making decisions about product purchases

CMOs, Regain Control of Your Destiny†

Visionary Leaders Must Take Back and Advance the Dialog Surrounding Marketing

Adweek, November 4, 2009 — Senior marketers, ask yourselves: Is marketing's inability to get the type of traction it seeks within your organization real or self-imposed? In other words, do you actually have control over the perception, power, influence and abilities that marketing can truly bring to the table?

Four Case Studies: How These (Very Different) B2B Organizations Are Succeeding With Social Media

Marketing Profs, November 3, 2009 — The Web is awash with articles exalting the benefits of social media, so it's more than a little ironic that B2B marketers still find themselves searching online for social-media information that speaks to their unique needs and challenges.

Even though B2C companies get the lion's share of coverage, B2B organizations of vastly different sizes and in various industries are making striking gains in employing newer Web technologies to increase their market share and solve revenue challenges.

Developed especially for B2B marketers, this article provides social-media case studies for companies ranging from industry veterans SAP and BusinessWeek to newer and smaller firms Equation Research and Radian6.

As a bonus, the marketers behind each winning effort... continue reading

GMA Study: Shopper Marketing Still Siloed

MediaPost Publications, November 3, 2009 — Shopper marketing continues to grow in importance for CPGs and retailers, but its effectiveness is being limited by insufficient integration with out-of-store marketing and media channels, according to a new study from the Grocery Manufacturers Association, Booz & Company and SheSpeaks.

Starbucks Rewards Change Signals Strategy Shift

MediaPost Publications, November 2, 2009 — Starbucks' decision to merge its year-old, $25-per-year Gold rewards card and its lower-level card into a single, frequency-driven rewards program signals a shift to a more customer-centric corporate strategy.

The Two Faces of Facebook†

Steve Rubel on Digital Communications

Advertising Age, October 29, 2009 — I spend a lot of time gazing into a crystal ball that I know is going to be cloudy half the time. Lately I have been pondering Facebook's future.

Facebook is clearly on a roll and is knocking on Google's door as the biggest site on the web. Will it continue to dominate or see its lead slip? Here are two potential outcomes.

Marketers such as Starbucks discover that simple sells

USA Today, October 28, 2009 — Simple is better.

This could be 2010's most powerful marketing mantra.

If 2009's hottest sales pitch was all about buying stuff on the cheap, 2010 marketing will increasingly stress less as more, as in fewer parts, additives or ingredients. While the trend is taking hold in many product categories, including health and beauty items, nowhere is it more apparent than with things we eat and drink.

Timex Pulls Out Stops For ING NYC Marathon

MediaPost Publications, October 28, 2009 — Timex has been quietly winding up programs to move the brand away from an "old reliable" sort of brand equity toward a more athletic positioning, using its Iron Man sub-brand to reach younger consumers.

The company is in its second year as official timing partner of the ING New York City Marathon

Top Brands Not Making the Most of Mobile

KenRadio, October 28, 2009 — Some 83% of U.S. consumers say their favorite brand has yet to market to them via their mobile phone, even though 37% say they would be interested in participating in a mobile customer loyalty program from a brand they trust, according to recent research by Hipcricket.

8 Guaranteed Ways To Kill Your Brand

MediaPost Publications, October 27, 2009 — Throughout the recession, many marketers have relied on so-called "recession-survival" lessons to drive their strategies. Unfortunately, these aren't always lessons as much as they are myths. We thought we would help dispel some of them and share a few tips to spur positive momentum